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THE WALL STREET JOURNAL, MAY 2023
Your Flannel Shirts Aren’t Working Anymore. Follow Brad Pitt’s Lead and Wear This Instead. Overshirts are an easy spring staple for guys, but they’ve long tended to look…exactly the same. Now, a new wave of brands is making unboring designs with singular details.
“The intention was to build a strong foundation and to grow slowly and keep the integrity of the brand as we grow,” she said. Sat Hari’s name translates to God’s Truth. One thing is sure, wearing this cashmere is akin to a religious experience.
Four years in, God’s True Cashmere is in growth mode, with a new e-commerce site, plans to launch more styles and a push to expand wholesale. “We want the shirts to be the face of the brand,” Pitt said.
Brad Pitt and Sat Hari’s God’s True Cashmere is already a cult brand, with plans to expand.
The shirts are the luxe version of the flannel shirts of ’90’s grunge (Brad Pitt was an icon of that style, by the way), which is current experiencing a renaissance. A cool must-have that belongs in every wardrobe.
The line evolved into a luxe offering of 100% cashmere pieces made in Italy, with the yarns sourced from various ethical goat farms. “We’d love to have our own goat farms [one day],” Sat Hari says. “And to name all our goats,” Pitt adds.
“I kept getting all these green lights. It was almost like God was saying, ‘Yes, this is what you need to do,’” says Sat Hari.
It was the flannel that shot across the internet. Brad Pitt was handing out groceries in Los Angeles as a charitable gesture in the lead-up to Thanksgiving. The paparazzi on hand captured Mr. Pitt’s charmingly casual outfit. That beguiling flannel stole the show and fans raced to identify it.
Any Olsen take on grunge has to include a little glamour, and the God’s True Cashmere flannel added just the right amount.
Whenever I wonder whether it is possible to truly understand Los Angeles, particularly its relationship to fashion and style, I think about a shirt. It is, in fact, a basic plaid red shirt whose cozy cashmere weave belies its humble appearance, whose Western-style snaps are inset with healing semiprecious stones. For this you can thank Brad Pitt.